u6 elements principlesofdesignredux

Elements and Principles of Design

Visual Design Elements

Eight integral components used in the creation of a design:

• Point

• Line

• Color

• Value

• Shape

• Form

• Space

• Texture

Point Most basic element of

design Has position but no

dimension Can be described by

coordinates on a plane Used to indicate a location

Image courtesy Autodesk, Inc.

Image courtesy Autodesk, Inc.

Line Has only a length

dimension Can be used to

Define a boundary Indicate volume Create perspective and

depth Create textures and

patterns Suggest movement Imply emotion

Image courtesy Autodesk, Inc.

Image courtesy Autodesk, Inc.

LineTypes

• Vertical - Represents dignity, formality, stability, and strength

• Horizontal - Represents calm, peace, and relaxation

• Diagonal - Represents action, activity, excitement, and movement

• Curved - Represents freedom, the natural, having the appearance of softness, and creates a soothing feeling or mood

Vertical Lines

Skyscraper Madrid, Spain

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Brandenburg Gate Berlin

The Empire State BuildingArchitect: Shreve, Lamb, and Harmon

• Vertical lines characterize dignity, formality, stability, and strength

Horizontal LinesMicrosoft Office clipart

Community Christian ChurchKansas City, MOArchitect: Frank Lloyd Wright, 1940

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• Horizontal lines represent calm, peace, and relaxation

Diagonal Lines

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Microsoft Office clipart

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• Diagonal lines give the sense of movement, action, and activity.

Curved Lines

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Sydney Opera HouseJorn Utzon

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Microsoft Office clipart

©iStockphoto.com

• Curved lines give the sense of freedom and a soothing mood

ColorDescribed by a number of qualities Hue: base color (e.g., red)

Value: lightness or darkness

Saturation: purity or intensity relative to gray

Cool ColorsBlues, purples, greens

Color Temperature

Warm ColorsReds, oranges, yellows

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Color Color has an immediate and profound

effect on a design

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Microsoft Office clipart

Value

Relative lightness or darkness of a color, object, or shape

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Value

Allows us to perceive shapes and the illusion of 3D objects on a 2D surface

Image courtesy Autodesk, Inc.

Shape

A 2D area enclosed by lines or curves Types

Geometric: square, circle, triangle Mechanical: simple shapes made of straight

and curved lines Organic: natural or simulating nature

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Geometric

Image courtesy Autodesk, Inc.

Mechanical Organic

Shape

Form

A 3D volume or solid Often implied on a 2D surface by careful

use of value

Image courtesy Autodesk, Inc.

Form©iStockphoto.com

Oriental Pearl Tower ShanghaiArchitect: Jiang Huan Cheng, Shanghai Modern Architectural Design, Co.

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Ancient Egyptian Pyramids

Space

Areas between and around parts of an image or the implied depth in that image

Types Positive Negative

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Space Evident in images

with depth Types

Open, uncluttered Cramped, busy

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Texture

The surface look or feel Types

Smooth Reflects more light More intense color

Rough Absorbs more light Appears darker

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Texture

Rough

Fluffy

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Smooth

Principles of Design Many principles add to an interesting

design

• Balance

• Emphasis

• Contrast

• Rhythm

• Proportion

• Unity

• Economy

Balance Visual and physical balance The distribution of elements within a

design Types

Symmetrical (formal) Asymmetrical (informal) Radial

Symmetrical (Formal) Balance

The elements within the design are identical in visual weight in relation to a centerline or axis

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Asymmetrical (Informal) Balance

The elements within the design are not identical but are arranged to provide a balanced visual weight

Image courtesy Autodesk, Inc.

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Radial Balance

Distribution of components in a circular pattern around a center point

• Used to draw attention to one area• Focal Point – feature in a design that

attracts the eye• Can be achieved through

– Size– Placement – Shape– Contrast– Use of lines

Emphasis

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Emphasis

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• The degree of relative difference between elements

Contrast

Image courtesy Autodesk, Inc.

• Can be used to emphasize an element of a design

Contrast

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• Repeated use of line, shape, color, texture or pattern

• A harmonious pattern or sequence• Types

– Regular– Random– Gradated– Graduated

Rhythm

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• An element is repeated at the same repetition/interval

Regular Rhythm

Random Rhythm

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Microsoft Office clipart

• The repetition of the element is random or situated at irregular intervals

Gradated Rhythm

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Left: Stack of rocks used as focal point in landscaping

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Right: The Chinese Tower English GardensMunich, Germany

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• The repeated element is identical with the exception of one detail increasing or decreasing gradually with each repetition

Graduated Rhythm

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Microsoft Office clipart

• The repeated element becomes closer or further apart

• Comparative relationship between elements in a design with respect to size

• Scale – The proportion or size of an element in relation to the other elements

Proportion

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Microsoft Office clipart

Microsoft Office clipart

• The consistent use of design elements

Unity

©iStockphoto.com

©iStockphoto.com

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• Use of the bare minimum of elements

• Can be achieved by removing extraneous elements

• In simplicity there is beauty• Less is more

Economy

Image courtesy Autodesk, Inc.

Economy

Image courtesy Autodesk, Inc.

Image courtesy Autodesk, Inc.